A Program of the Georgia Forestry Commission

SHADE Magazine: Behind the Scenes

Going above and beyond is an understatement when speaking of the team that produces the four-color magazine SHADE each year for the Georgia Urban Forest Council. JAM Communications, Inc. works diligently, not only to document the proceedings of the GUFC Annual Conference, but also to dig deeper through interviewing speakers and experts, searching out related subject matter, and producing thought-provoking visuals, for a stellar publication that helps GUFC educate and inspire readers who care about trees and the urban forest.

Armed with a laptop and a tape recorder, writer Martha McKenzie attends GUFC annual conference sessions and documents what she hears from urban forestry leaders. With a seemingly effortless talent for processing information, Martha transforms her interview and lecture notes into clear, educational, and enjoyable articles on serious topics like tree preservation on construction sites, storm management plans, and regional conservation. It’s not that she has a background in urban forestry; she’s just that good a writer and interviewer. She is inherently inquisitive, aware of what information needs to be highlighted and knows the right questions to ask the speakers when completing her articles, which have now become a source of urban forestry education and reference.

A photograph can speak a thousand words, and that goes for graphic design, too. Designer Corki Bienenfeld’s eye-catching graphic designs that accompany Martha’s articles are communicative and enticing, and pique the interest of the reader. Her skillful use of color and design tie the look of the magazine into a sleek and professional publication enjoyed by readers around the country. And SHADE’s cover, probably the most important design of all, grabs the attention of readers to find out what this magazine is all about.

At the helm of the endeavor is JAM Communications President Berylann Strada, who is loyal to the urban forestry cause and gets it. Smart and organized with a high standard of professionalism, Berylann begins to talk about the next issue of SHADE a year in advance. As soon as she has a list of conference sessions and speaker contact information, Berylann begins her thought process, creatively envisioning the new issue and its message, and her excitement for the new issue is infectious for those that work with her. She brings creative ideas for covers, photographs, articles and sidebar stories to GUFC, who is always amazed and delighted at her personal investment of time, energy, and thought into creating an urban forestry publication that is admired by groups around the country. And she goes the extra mile by directing the mailing of SHADE to targeted audiences who need to receive it.

“How do you all put together SHADE magazine?” is a question Executive Director Mary Lynne Beckley gets asked a lot. Her reply: “By having the good fortune of working with the three brilliant women of JAM Communications!”